Schema

---
name: Schema
description: Use when implementing schema.org markup, adding rich snippets, or optimizing structured data for search engine understanding.
category: SEO & Content
version: 2.0.0
tools: []
---

# Schema Markup

Implement structured data that helps search engines understand content and enables rich results.

## Core Principles

1. **Accuracy first**: Schema must accurately represent page content; don't markup content that doesn't exist; keep updated.
2. **Use JSON-LD**: Google's recommended format; easier to implement and maintain; place in `<head>` or end of `<body>`.
3. **Follow Google's guidelines**: Use markup Google supports; avoid spam tactics; review eligibility.
4. **Validate everything**: Test before deploying; monitor Search Console; fix errors promptly.

## Common Schema Types

| Type | Use For | Required |
|------|---------|----------|
| Organization | Company homepage/about | name, url |
| WebSite | Homepage (search box) | name, url |
| Article | Blog posts, news | headline, image, datePublished, author |
| Product | Product pages | name, image, offers |
| SoftwareApplication | SaaS/app pages | name, offers |
| FAQPage | FAQ content | mainEntity (Q&A array) |
| HowTo | Tutorials | name, step |
| BreadcrumbList | Any page with breadcrumbs | itemListElement |
| LocalBusiness | Local business pages | name, address |
| Event | Events, webinars | name, startDate, location |

## Quick Reference

**Organization**: name, url (required); logo, sameAs, contactPoint (recommended).

**Article/BlogPosting**: headline, image, datePublished, author (required); dateModified, publisher, description (recommended).

**Product**: name, image, offers with price and availability (required); sku, brand, aggregateRating, review (recommended).

**FAQPage**: mainEntity (array of Question/Answer pairs).

**BreadcrumbList**: itemListElement array with position, name, item.

## Multiple Schema Types

Combine multiple schema types on one page using `@graph`:
```json
{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebSite", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}
```

## Validation and Testing

**Tools**: Google Rich Results Test (https://search.google.com/test/rich-results); Schema.org Validator (https://validator.schema.org/); Search Console Enhancements reports.

**Common errors**: Missing required properties; invalid values (dates ISO 8601, URLs fully qualified); mismatch with page content.

## Implementation

**Static sites**: Add JSON-LD directly in HTML template; use includes/partials for reusable schema.

**Dynamic sites** (React, Next.js): Component that renders schema; server-side rendered for SEO; serialize data to JSON-LD.

**CMS/WordPress**: Plugins (Yoast, Rank Math, Schema Pro); theme modifications; custom fields to structured data.

## Testing Checklist

- Validates in Rich Results Test with no errors/warnings
- Matches page content
- All required properties included
- Supports intended rich results